Nalu

Independent digital studio · since 2016

Case studyCustom e-commercemagilu.it

Magilu International

From a shop split in two to an e‑commerce site that also sells on its own.

Magilu makes stain-resistant tablecloths, Made in Italy, that wash at 40–60 °C. They’re bought by the restaurant that changes them every evening and by the family setting the table for Christmas. Online, though, the company was split across two sites, slow, and with a configurator that got prices wrong.

See the before and after↓Visit magilu.it
magilu.it home page on desktop, full pageOld shop home page on desktop, full page
magilu.it home page on mobile, full pageOld shop home page on mobile, full page
  • Desktop performance98Old site32Lighthouse, before and after
  • Mobile performance82Old site24and still climbing
  • Main content on desktop0.7sOld site6 sLCP: more than 8 times faster
  • Average photo weight124KBOld site6 MBfrom JPEG to optimized WebP
  • 325products and 545 variants migrated, none lost
  • 310fabrics in the made-to-measure configurator
  • 892old addresses moved to the new pages
  • 100Lighthouse SEO score
Client
Magilu International, Belfiore (Verona, Italy)
Audience
Restaurants, hotels and catering (B2B) and private customers (B2C)
Platform
WordPress + WooCommerce, 3 custom plugins
Online since
November 5, 2026

A shop working against itself.

  • Two sites, two themes, two servers
  • Mandatory popup before the products
  • Broken configurator, wrong prices
  • Performance 32 on desktop and 24 on mobile
  • No path for trade customers
  • Malware and indexed spam pages

The corporate site was on magilu.it, the shop on shop.magilu.it, with a different theme and on a different server. As soon as they arrived, visitors had to declare themselves «private» or «professional» before even seeing a product. Made-to-measure tablecloths were chosen through a long form, the price was «per square metre» and nothing helped people work out the right size. Above all, the configurator didn’t work and calculated wrong prices.

The shop was also slow: 6 seconds before anything appeared, 14 for the main content on mobile, photos up to 6 MB each. Beneath the surface it was worse: fake plugins, hidden files and thousands of spam pages indexed under the company’s name. In the end the shop returned a 500 error on every page, including those used by the ad campaigns.

The old shop: a popup asked whether you were a private or professional customer before showing the products
The old shop: before seeing a product, you had to declare whether you were a private or professional customer.

The goalOne site, magilu.it, that speaks to professionals first without leaving families out: the right price for each, a configurator that’s clear even for people who have never measured a table, and a shop that works on its own.

Drag and see the difference.

After: magilu.it home page
Before: old shop home page
Old siteNew site
Home

Before: a grid of categories and a small-caps side list. Now: a single message, two clear paths (professional or private) and a strip with the benefits.

Drag the handle or use the arrow keys.

Built to sell, not just to be looked at.

01 · Made-to-measure configurator

The right size, no tape measure, no doubts.

The hardest step for buyers was working out what size they need. Now it goes one step at a time: fabric, shape, size, hem. The «What size do I need?» calculator only asks for the table and how far the tablecloth should drop, then fills in length and width on its own.

  • 310 fabrics and 12 price lists with rules by product and category
  • Price updated with every choice and always recalculated by the server
  • Options that are impossible for that fabric aren’t even offered

Table 180 × 90 cm«Generous» droptablecloth 260 × 170 cm

Configurator, step 1: choosing the fabric
The «What size do I need?» calculator
The calculated size, already filled in
02 · Trade area (B2B)

A channel built for restaurants and hotels.

Trade customers used to have no path: no registration, no VAT number check, no private area. Today B2B is a channel of its own, with prices, shipping and documents designed for people buying for work.

  • Guided registration with VAT number, PEC and SDI, VAT number check
  • Approval by Magilu, then prices excluding VAT and dedicated discounts
  • Up to 5 free samples, one-click reorder, pro forma and invoice
Trade registration in a few steps
The page with the benefits for trade customers
03 · Selling more

The right pairing at the right moment.

The old shop suggested nothing. The new one offers matching pieces as soon as a product is added, completes the table in the cart and shows how much is left for free shipping. No fake timers and no aggressive popups.

  • «Complete the set»: runner, napkins and table pad from the same collection
  • Free-shipping bar, packs of 6 and 12 at a discount
  • Real Google rating and estimated delivery date on the product page, cart and checkout
The «Would you like to complete the set?» popup
The cart on mobile with the free-shipping bar
05 · Designed for the phone

From product to payment with one thumb.

A bar at the bottom with Home, Products, Search, Trade Area and Cart. Checkout one step at a time, total always visible, a «Help» button with phone, WhatsApp and email that shows whether the office is open.

  • 3-step checkout with a summary before confirming
  • Card, Apple Pay and Google Pay via Stripe
  • Assisted sales: staff prepare the cart and send it with a link
Mobile checkout, first step
The Help button with phone, WhatsApp and email
The product page on mobile

A website that works on its own.

Many things that used to need a phone call, an email or a manual check now happen on their own, each with an on/off switch in the admin.

  • Verified reviews

    8 days after shipping, an email goes out with a link for each product: only people who actually bought can review.

  • Abandoned carts

    Customers who ask for it get a reminder after an hour, with the cart ready for payment.

  • Feedback after the order

    A 6-score survey, with a comparison with the old site and a dashboard with charts in the admin.

  • Tracked shipping

    Just enter the carrier and tracking number: the «Your order has shipped» email goes out.

  • Receipts and pro forma

    PDF documents with Magilu’s branding, attached automatically to the confirmation email.

  • Seasons and campaigns

    Christmas, Valentine’s Day, Easter, Mother’s Day: the banner changes on its own.

  • Order summary

    Every morning at 8 the list of orders to check arrives.

  • The right price for everyone

    VAT included for families, VAT excluded and discounts for approved trade customers.

Before and now, point by point.

AreaOld siteNew site
SpeedPerformance 32 on desktop and 24 on mobile, LCP 6 s on desktop and 14 s on mobilePerformance 98 and 82, LCP 0.7 s on desktop and 4.5 s on mobile, cached pages within 0.3 s
ImagesJPEGs up to 6 MB, 2.6 GB in totalWebP of about 124 KB, loaded when needed
ConfiguratorDidn’t work, wrong pricesGuided steps, price recalculated by the server, size calculator
CatalogFlat list, no occasions7 categories, filters with counts, 7 occasions with their own page
ProfessionalsNo registration or private areaGuided registration, VAT number check, prices excluding VAT
DocumentsNo receipts or invoices from the sitePDF receipt and pro forma, invoice request at checkout
UpsellNoneComplete the set, complete the table, packs and quantity discounts
CheckoutNot optimized3 steps designed for the phone, Apple Pay and Google Pay
SamplesNot availableUp to 5 free fabrics for trade customers
SecurityMalware, fake plugins, spam pagesA clean site on a new server, spam pages closed with 410

Moving house without losing Google.

Old shop500error on every page of the old shop, campaigns included
Today892/892old addresses that reach a live page

The old shop was the one Google knew best, but it no longer opened. Instead of repairing it, we moved the domain to the new server and turned every old address into a redirect to the right page, so rankings and campaigns don’t start from scratch.

  1. 01
    Address map

    Every old URL, including /it/ and /en/, matched to the new product or category.

  2. 02
    A single hop

    908 rules on the server: every address reaches the new page with a single 301, no chains.

  3. 03
    Campaigns intact

    utm, fbclid and gclid stay attached: campaign statistics keep working.

  4. 04
    Search Console

    Change of address started the day after launch; the 111 pages with traffic checked one by one.

  • 1,478photos with alt text
  • 280meta descriptions rewritten
  • 760items in the Google Shopping feed
The campaign landing page for restaurants and hotels, rebuilt in the new style at the same address
The campaign landing page for restaurants and hotels, rebuilt in the new style at the same address: conversions keep counting.

At launch, in numbers.

  • 98Desktop performance
  • 82Mobile performance
  • 96Accessibility
  • 100Best practices
  • 100SEO

Lighthouse, November 5, 2026: best values measured on home, shop, category, product and trade pages. Mobile scores are set to rise once the critical CSS has been generated for every page.

Quality checked

  • 362 pages checked, no broken internal links
  • One H1 per page, no duplicate titles
  • Live payments verified: Apple Pay, webhooks, refunds
  • GA4 with Consent Mode v2: nothing loads without consent

For the client

  • Less manual work: reviews, reminders, documents and summaries go out on their own.
  • One site for two audiences, with the right prices and shipping for each.
  • Autonomy: pages, banners and automations are managed from the admin without breaking the design.

What we will measure

The site has been online since November 5, 2026: it’s too early to talk about sales. In the coming months we’ll update this case study with conversions, organic traffic and the answers to the survey, which also asks for a comparison with the old site.

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For those who want the technical details.

Our rolePlanning, design, development, SEO content, migration and launch, with a single point of contact from start to finish.

Architecture
Base
WordPress, WooCommerce, Minimog theme with child theme, Elementor Pro
Configurator
Custom plugin: 310 fabrics, 12 price lists, tiered and interpolated prices, coordinated collections. About 13,900 lines of PHP.
Professionals
Custom plugin: registration, approval, roles, prices and VAT, shipping and duties, documents. About 16,100 lines.
Shop
45 modules for checkout, cart, filters, search, SEO, analytics, consent, automations and security. About 7,600 lines.
Speed
Caching
LiteSpeed with QUIC.cloud, critical CSS, deferred JavaScript: from the cache the server responds within 0.3 s.
Icons and fonts
Font Awesome reduced to the 104 icons in use (from 480 to 23 KB), fonts served by the site.
Images
First image with high priority, the rest lazy-loaded: 1,553 WebP photos, 330 KB at most.
Security
Access
Login attempts limited by IP and by account, including on the shop login.
Checkout
Protected against stolen-card testing: it pauses after too many failed payments.
Server
Security headers, sensitive files blocked, no executable scripts in uploads.
Data and privacy
Analytics
GTM and GA4 with Consent Mode v2 and complete e-commerce events, including from the configurator, with no personal data.
Structured data
Price identical to the one on the page, brand, MPN, breadcrumbs, return policy.
Cookies
«Reject all» and «Accept all» with equal weight.

In total about 37,600 lines of custom PHP and 13,000 of JavaScript and CSS. The two main plugins are ours and reusable: customizations go through filters, so they stay updatable.

The «before» screenshots show shop.magilu.it as it was until October 2026; some images and carousels of the old site may not appear. The «after» screenshots are of magilu.it on November 6, 2026; the cookie banner is hidden in the image only. The old site’s data was measured before the rebuild, the new site’s with Lighthouse and on the server on November 5–6, 2026.

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